ANTI- JAYWALKING

JAYWALKING
Jaywalking is an term commonly used to refer to illegal or reckless pedestrian crossing of a roadway.

What the act says

The statistics presented by the Traffic Management Centre (TMC) are to be believed, over 30,000 jaywalkers gallivant on city roads every single hour of the day.
According to the Act, the minimum fine for jaywalking is Rs 100, but in the last five years, the traffic police have not stopped even a single jaywalker on the streets or fined anyone.

From the Law book

40-6-90. (a) A pedestrian shall obey the instructions of any official traffic-control device specifically applicable to him, unless otherwise directed by a police officer. (b) Pedestrians shall be subject to traffic and pedestrian control signals as provided in Code Sections 40-6-21 and 40-6-22. (c) At all other places, pedestrians shall be accorded the privileges and shall be subject to the restrictions stated in this chapter.

 40-6-91 (a)No pedestrian shall suddenly leave a curb or other place of safety and walk or run into the path of a vehicle which is so close that it is impractical to yield.

 40-6-92. Crossing roadway elsewhere than at crosswalk (a) Every pedestrian crossing a roadway at any point other than within a marked crosswalk or within an unmarked crosswalk at an intersection shall yield the right of way to all vehicles upon the roadway unless he has already, and under safe conditions, entered the roadway. (b) Any pedestrian crossing a roadway at a point where a pedestrian tunnel or overhead pedestrian crossing has been provided shall yield the right of way to all vehicles upon the roadway if he uses the roadway instead of such tunnel or crossing. (c) Between adjacent intersections at which traffic-control

Consumer Insights
Low awareness among pedestrians is to blame, Joint Commissioner of Police (Traffic) Vijay Kamble says. Moreover, in our city, many are unaware of what jaywalking actually comprises. Jaywalking is a very dangerous traffic offence, It is especially so on the streets of a city like Mumbai as a jaywalker might get involved in an accident, leading to his death or severe injury at the least, he said.

Article
Monday, January 24, 2011

Jaywalkers rule the roads

MUMBAI:
Almost every Mumbaikar is guilty of jaywalking, but the offence was not reflected in the Road Safety Fortnight campaign conducted by the traffic police. During the 15 days of the initiative, which concluded recently, the traffic police hauled up more than 88,000 motorists for offences that ranged from drunk driving to speeding. But no pedestrian was pulled up for jaywalking or asked to pay the mandatory Rs 100 fine.

 The Mumbai traffic police force is about 3,200 strong. To conduct a drive against jaywalkers, we need the assistance of the local police, but they are usually tied up in band-o-bast duties," said a senior traffic police official. Limited manpower and cannot allocate a separate team to monitor jaywalkers. " Most citizens do not realize that jaywalking is an offence, said officials. "We have to face the wrath of citizens when we pull them up for jaywalking. They even shout at us," he said

Our Campaign

Campaign
To be organized by Mumbai police in association with city NGOs Yum v/s Pandu Pandu-sena Anti- Jaywalk week Red Carpet

Yum vs Pandu
Pandu-its a jovial term used in day to day life by citizens referring to a traffic constable. Pandu is going to be the official mascot for our drive His partner in the noble cause would be yum. ie.yamraj Pandu vs yum would be spread over print outdoor and BTL activities.

Pandu-sena
A chain of volunteers standing on the divider making a human barricade. This would be done at spots were jay-walking is most prominent. E.g. all roads leading to major junctions churchgate, Borivli, Andheri, dadar, bandra Also along major linking roads.

Pandu v/s Yamu

Anti-jaywalking week
Duration-2 weeks Print partner-Mumbai-Mirror Extensive drive carried out supporting anti jaywalking by mumbai police. Although no fine would be collected from offenders Offenders would b asked to pledge agianst jaywalking.

Social media
The drive to be promoted through the official facebook page Activities promoted virally on the page Regular updates #Pandu-Sena the twitter hash-tag for trending Best tweets to be carried on to the print ads

White Carpet
Roping in celebrities to launch the white carpet drive The zebra crossings would be covered with white carpet and touched up accordingly This would be done to give the crossings a red carpet feel Celebrities urging citizens to use this red carpet regularly

Creatives

THANK YOU